Caribou
HOMETOWN COFFEE BRAND CREATES CUSTOMIZED BEVERAGES FOR HOLIDAY SHOPPERS
CHALLENGE
Drive launch awareness of a menu of new customized Caribou Coffee beverages, with a focus on the brand’s home state of Minnesota, during the hottest and most crowded retail time of the year: the holidays.
EXECUTION
To grab Caribou Coffee consumers’ time + attention during the holidays, Legend created an interactive, sharable, coffee-topping experience in the Mall of America to intercept consumers while they shopped. The experiential and multi-channel approach included geo-targeted and on-brand influencers, a local radio partner and a “coffee cam” for local influencers to capture and share personalized content of custom coffee creations throughout the holiday season.
IMPACT
The program and activation garnered millions of local media impressions and a social engagement rate of nearly 5%, increasing awareness of and recruiting a new crowd of loyal coffee drinkers for their own hometown brand.
Legendary Placement